Rasna has forayed into the ready-to-drink (RTD) segment through a RTD acquisition opportunity, acquiring the beverage brand Jumpin independently valuated at INR 350 crore. The acquisition represents a milestone in Rasna’s broader vision to diversify and consolidate its position within the non-carbonated beverage category.

Originally launched as a flagship product of the Godrej Group, Jumpin was managed by Hershey’s India. The brand is now being relaunched with a pan-India rollout via modern retail, e-commerce platforms, and Rasna’s rural distribution network. 

Piruz Khambatta, group chairman, Rasna, said: “The strategic acquisition of Jumpin represents a significant milestone in Rasna's growth agenda. Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD segment. Furthermore, it reinforces our commitment to the Government of India’s ‘Make in India’ initiative by focusing on indigenous, Indian trusted brands. With this in mind, Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer.”

As part of its relaunch strategy, the company will introduce Jumpin in PET bottles of 250 ml, 600 ml, and 1.2 L formats to cater to both on-the-go and family consumption occasions. To appeal to health-conscious and modern consumers, especially Gen Z and young families, the brand will also be available in tetra pack formats in 125 ml, 200 ml, and 1 L pack sizes. The brand will hit shelves in June, with the company launching multiple SKUs in mango, lemon, litchi, and guava flavours. It will initially target key regional and metropolitan markets, followed by a phased national expansion, according to the company.